PR&Marketing going 2.0

DOs&DON'Ts

At the close of this first workshop, vivacious and ingenious participants have expressed suggestions:

First, they rebelled and demand:

 

•      Don’t BE A CONTROL FREAK because it’s not how it works

•       Don’t THINK it’s an ADVERTISING campaign

•       MODERATE negative comments

•       Don’t UNDERESTIMATE the power of bloggers

•      Don’t think Facebook is viral: you need to activate to be visible

•      Don’t be afraid to OPEN the DOORS (« behind the scene » approach)

•       Don’t HESITATE to call the EXPERTS where your classical agency does not master

•       Don’t LAUNCH without any ANIMATION plan

On the other hand, they suggested many great ideas:

 

•       LISTEN to what bloggers say about your brand

•      TEST…OR NOT TEST: execution is key, TRY & LEARN

•       Be INSPIRING: have a great story to tell the bloggers

•       Be CREATIVE , SPECIAL, to surprise your audience (the WOW effect)

•      SCHEDULE your actions on the web

•       Be HUMAN: MIX digital with REAL LIFE experience

•       Be SMART with tools: cross initiatives and choose the best ones for you

•    Think LONG TERM relationship: keep track, contact, and animate!

•      ENGAGE danoners to leverage your VIRAL potential

•      ENGAGE bloggers making them actors of your project

•       BE LOUD on your story, MORE QUIET on your BRAND

•      THINK reward: they are worth it

 

Session 1: «Sharing first experiences: labs and other 2.0 best practices»

To begin, a little riddle:

What’s moving everyday, and has changed MORE in the past 10 years than over the previous 30 years?

What’s becoming more precise daily;more personalised; more interactive; more creative; more efficient??

What’s creating a real link between a brand and its consumer?

…and what thus, cannot be ignored?

 

Those who took part in the Workshop « Marketing/Communication 2 .0 » Session 1: «Sharing first experiences: labs and other 2.0 best practices» know it. The others will know after reading the following summary:

First, Olivier Maurel told us about Facebook:

The web is a wonderful space to talk, debate, and get involved. More particularly Facebook (which gathers more than 200 million members and about 1 million inscriptions a day). It is useful to attract people to a cause, make them discover projects, share games with them through quizzes, and evaluate the projects (thanks to votes). This tool is original, useful, expressive, intuitive and open to a broad market. Success is warranted if you dare to be provocative, if you mobilise many resources internally, if you regularly post new notifications, if you make the most of Facebook innovations and above all, if users are called upon to participate.

 Then Laurence Foucher and Nils Vansken presented a buzz operation for Danone's partnership with Carrefour and "Restos du Coeur".

This operation has been launched through Buzz Paradise, a launch pad for buzz marketing online. The tool was perfectly adapted to the project as it enabled the improvement of brand image and social visibility humbly. Invitations have been sent to BuzzParadise bloggers, who have posted positive comments and sponsored other bloggers to fill in the operation. The result: a buzz around the brand; around the messages and around the product.

Irene Meister came back on the Baby Rollers Evian Buzz.

The aim was to promote three messages: Evian = Youth; Evian = Body's best choice; Evian = protected purity. Our communication campain happened in three times: tow "amateur-like" baby films; then a copy revealed on You Tube, and finally the video on TV and cinema, events and web making of. The buzz has been created first by contacting influent bloggers, then by reaching social networks; then boards; and the ultimate phase: direct diffusion.

And finally Cinzia de Rossi shared with us the Actimel case "bloggers at the R&D Centre".

Actimel suffered a very bad e-reputation, so a strategy among web influencers (to explain Actimel’s benefits and establish dialog) became necessary. The strategy consists of contacting mums through blogs and inviting them to a farm to visit and understand, and then to keep in touch by sending them products in preview. The result: positive consequences on the web. A second session will concern marketing actors, and then geeks.

Esther

Our blog!

More and more danoners working at PR and Marketing are investigating this new communication media called web 2.0 to target new opinion makers: the bloggers.

Based on this observation, we figured it would be a good thing if we all shared our knowledge and 1st experiences on this still not so well known communication Zone: the 2.0 PR&Marketing workshop was born.

During our first meeting on July 30th, we talked about the importance of keeping posted of new 2.0 tools, and other sorts of news coming up on our topic. And of course to share it.

This can happen now on this blog, which will be dedicated to PR&Marketing 2.0, a place for us to share about news, events, ...

Laurence